I came across this term in Why Word Of Mouth Marketing IS The Most Important Social Media by Kimberly Whitler, July 17, 2104
This article is well worth your time to read.
Can you explain the Three E’s in more detail?Engage—Give your fans the gift of you. Engage with them. Listen to what they are telling you. Be part of the conversation about your brand. Be a presence in your fans’ lives. @NikeSupport is a prime example of customer service done well. They constantly respond to followers on Twitter, whether it’s about their apparel, Fuel Band or other products. Every few minutes, you can watch them respond to someone new.
Equip—Give them reasons to talk. It can be amazing products, great service, insider knowledge, social elevation, incredible stories, unbelievable facts or even funny disclosures. It’s on you. It really depends on you understanding your consumers and what they like about you and providing whatever it is they need from you. Apple revolutionizes technological devices and delivers amazing products to its consumers, allowing them to naturally raze about the newest iPhone. Another area to excel in and that’s on the rise is social customer service.
Empower—Give consumers different ways to talk and share. Let them know that they are important to you and that sharing their opinions is important to you. Help them find ways to share within their circles and find ways to help move their conversations around. Lay’s is an excellent example to highlight how they empowered their fans to “Do Us a Flavor,” and allow consumers to create a new flavor of potato chips to hit store shelves. Over 3.8 million submissions were sent in 2013 making it one of the biggest marketing campaigns for PepsiCo owned Frito-Lay.
Source Why Word Of Mouth Marketing IS The Most Important Social Media by Kimberly Whitler, July 17, 2104
After looking at these terms more closely, I really believe these terms provide a great outline for marketing into the future.
I really like the topics dealing with Equipping and Empowering. I think the first term, engage is often overused and misunderstood. Basically, you cannot be good at engaging with clients if you do not have the other two parts. (Equip and Empower)
Equip – For me, this concept is tied closely with content marketing and communicating with clients on a regular basis. In order to be a good communicator, you must be able to talk in an interesting way that captures clients and brings them closer to your company.
Empower- We are in a huge transition right now. Some people like “hard copy” media, others prefer text messages, still others like email. All of us are using different channels to reach our clients. The best approach is when you can start to combine channels to create an ever more powerful message.
What are your thoughts on the the 3 E’s? Do you agree with these concepts? What challenges are you currently facing?
I welcome your comments and look forward to diving deeper into these concepts in the near future.